Change is putting it mildly when we talk about the rapid pace at which new technologies are being introduced. I have seen more changes in the past two years than I had seen for decades. We are connecting with more people, more often and faster each day. It is about “access” – to individuals, like-minded groups, information, data, offers – you name it, we can now access it – immediately.
The speed of access is fine with me, but what I fear we are losing is the personal connection and ability to build relationships. On a personal note, I find myself working very hard not to let go the notion of a hand-written thank you note, or the moment it takes to dial the phone to actually talk to someone – voice to voice. It’s easy to get taken with the speed of technology, the 24/7 access, the fun nuances of the smartphones and apps, and the feeling of always being connected. But, who/what are we connected to? People or devices? As a parent, I am aware and accepting of the fact that my son will learn differently than I did, and that technology will support and enhance his learning skills right from the start. However, I do want him to know how to write, read a book (the one where you turn the pages), and be able to have a conversation. Finding the balance will be a journey!
On a professional note, I find myself so very proud of my background as a direct marketer. After all, the digital marketplace will only be successful for those marketers who are able to use data to deliver targeted, relevant offers. The terms data mining, customer relationship management, loyalty, one-to-one communications, and results tracking are being touted as “new” for today’s innovative digital marketers. But, for many of us, those are the marketing principles upon which we were raised. The business of direct marketing was never considered glamorous, and certainly not a big line item in the advertising budget…until recently. Now, advertisers and marketers alike are after the same thing…a loyal customer relationship where you have earned their business and trust, and a relationship that can be measured in financial terms. Getting to know your customer, delivering relevant communications & offers, and continuing the dialogue are the basics that will help marketers be successful. How we use technology to create, deliver and manage our customer relationships is the challenge we face. We need to grow and evolve, yet not under estimate the power of a personal relationship.
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